In the above model, marketing and other stimuli enter the customers “black
box” and produce certain responses.
Marketing management must try to work out what goes on the in the mind of
the customer – the “black box”.
The Buyer’s characteristics influence how he or she perceives the stimuli;
the decision-making process determines what buying behaviour is undertaken.
Characteristics that affect customer behaviour
The first stage of understanding buyer behaviour is to focus on the factors
that determine he “buyer characteristics” in the “black
box”.
